The future of email is now. Are you ready for 2025?
The inbox is always evolving. This ebook will help you stay ahead of the latest trends that will impact your email program in the coming years. Get the guide for tips to help you improve inbox placement and boost subscriber engagement.
1. The majority of email will be authenticated
Email authentication is a way to verify that an email message was actually sent by the organization listed in the “from” field. Email authentication is important for protecting your brand and your customers from phishing attacks.
Email authentication has been around for a while, but in the past, it was mostly used by large companies. In the coming years, we expect to see a significant increase in the number of organizations using email authentication.
This is because email authentication is becoming more important for deliverability. In fact, some mailbox providers are starting to require that email messages be authenticated in order to be delivered.
There are three main types of email authentication:
• SPF (Sender Policy Framework)
• DKIM (DomainKeys Identified Mail)
• DMARC (Domain-based Message Authentication, Reporting, and Conformance)
2. Deliverability will be a thing of the past
Deliverability is a term that has been used in the email marketing space for years. It refers to the ability to get your email campaigns into the inbox of your subscribers.
With the rise of artificial intelligence and machine learning, deliverability is becoming less of a concern for email marketers. Instead, the focus is shifting to inbox placement.
Inbox placement takes into account the content of your email campaigns, as well as the engagement of your subscribers, to determine where your emails will be placed in the inbox.
3. Security and privacy will be prioritized
With all the data breaches and privacy scandals in recent years, it’s no wonder that people are more concerned about their online security and privacy. As a result, they’re more likely to trust and engage with brands that prioritize these things.
To help ensure the security and privacy of their customers, many email service providers are implementing new security measures, such as end-to-end encryption. Marketers will need to keep up with these changes and make sure their email marketing practices are secure.
In addition, with the rise of privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), marketers will need to make sure they’re complying with these laws and regulations. This means getting explicit consent from customers before sending them marketing emails and giving them the option to opt out at any time.
4. The email experience will be more dynamic
In the past, email was a very static channel. You could add a little bit of personalization, but for the most part, the email that was sent was the email that was received. That’s not the case anymore. Email is a dynamic channel.
What that means is that you can now send emails that change or update after they’ve been delivered. This is a great way to keep your content fresh and to make sure you’re always sending the most up-to-date information.
It’s also a great way to make your emails more interactive. You can use dynamic content to create quizzes, polls, and more. This is a great way to drive engagement and to learn more about your audience.
5. Email will be more integrated into the customer journey
Email is a powerful channel for building relationships with your customers. But as we know, customer relationships don’t exist in a vacuum. They are part of a larger customer journey.
In 2025, email marketers will need to think about how email fits into the larger customer experience. This means thinking about how email integrates with other channels, like social media, SMS, and even direct mail.
It also means thinking about how email can be used to drive action at different stages of the customer journey. For example, you might use email to drive awareness of a new product, to encourage a repeat purchase, or to drive customer reviews and referrals.
6. Email will be more personalized and relevant
The future of email marketing is personalization. Today, we can use data to send highly personalized emails based on a subscriber’s past behavior, preferences, and more.
The more personalized and relevant your emails are, the more likely they are to get opened and the less likely they are to get marked as spam. In the future, personalization will be even more important for inbox placement.
7. Artificial intelligence will play a bigger role
Artificial intelligence (AI) is already used in many areas of email marketing, but in the future, it will likely play an even bigger role in determining inbox placement. AI can analyze large amounts of data and identify patterns that human marketers might miss.
In the future, AI could be used to analyze your email engagement data and identify the factors that have the biggest impact on your inbox placement. This could help you make smarter decisions about your email marketing strategy and improve your deliverability.
Conclusion
Email marketing is an essential part of any marketing strategy. To make sure your emails are reaching your audience, you need to be strategic.
By making sure your emails are valuable and relevant to your audience, you’ll increase the chances of your emails being delivered and opened.
